THE PREFERENCE ANALYSIS OF COFFEE SHOPS AND IT’S CONSUMERS TOWARDS COFFEE BEANS IN JAKARTA

• Main Author: Shidqy Arif (NIM 19014102), Ghanny
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22266
• Institution: Institut Teknologi Bandung

Jakarta is statistically holds the title as the city with the biggest number of coffee <br /> <br /> shop in Indonesia, ranging from corporate to independent coffee shop. Due to the <br /> <br /> existence of liked and disliked coffee shop by consumers, understanding coffee <br /> <br /> shop and consumer preference towards coffee is crucial. Understand coffee shop <br /> <br /> and consumer preference towards coffee deeper will help coffee shop to increase <br /> <br /> their consumer satisfaction, increase the performance of coffee shop and also help <br /> <br /> coffee farmer cultivate more effectively by plant what market desires. Qualitative <br /> <br /> and quantitiative research methodolody is used in this research due to gain new <br /> <br /> information and identify alternative improvement actions. This is an exploratory <br /> <br /> research that will conduct deep semi structured interview to the person that <br /> <br /> understand the nitty gritties of coffee in the coffee shop itself as the source of <br /> <br /> research. The primary data gathered by interviewing 12 respondents of coffee <br /> <br /> shops and spreading 434 questionnaires. For analysis technique, descriptive <br /> <br /> analysis is performed. <br /> <br /> <br /> Findings show that high-rated coffee shops and consumers are preferencing the <br /> <br /> same coffee, that is Arabica. Consumers prefer Indonesian coffee, but several <br /> <br /> high-rated coffee shops focus on international beans. While Luwak is the most <br /> <br /> favourite beans, but very few of them sell Luwak. Milk-based coffee is still <br /> <br /> playing a crucial role in the industry. Coffee shops faced problems like an empty <br /> <br /> stock, quality/ taste inconsistency and struggling to sell the beans. Based on these <br /> <br /> data, it was concluded that Indonesian Arabica coffee plays really important roles <br /> <br /> in the industry and nothing more important than understanding coffee preference <br /> <br /> of coffee shop itself and consumer to develop better performance of coffee <br /> <br /> industry that will benefit a lot of parties.